Research On Precise Supply Of Rural Public Cultural Services From The Perspective Of Cultural And Tourism Integration

With the continuous improvement of China’s economic level,people’s material living standards are also improving day by day.After the people meet their basic living needs,their spiritual and cultural needs also rise sharply.The development trend of cultural tourism integration also promotes the connotation of public cultural service supply to become deeper and diversified.This brings a new research perspective for public cultural services and puts forward higher requirements for the supply of public cultural services.Promoting the development of rural public cultural services and realizing rural cultural revitalization is not only an important content of comprehensively realizing rural revitalization,but also the fundamental guarantee of building rural sustainable development in the new era.Since the implementation of the Rural Revitalization Strategy,although the government has further increased the investment in rural public cultural services,the supply of rural public cultural services has achieved little effect.In this paper,J Town,F County,Shanxi Province is selected as a case study.Based on the new public service theory and the hierarchy of needs theory,literature research method,field research method and interview method are adopted to analyze the supply situation of public cultural services in J Town.Through the investigation,it is found that J Town has made a strong exploration in the supply of rural public cultural services: the supply subjects are gradually diversified,the supply content is gradually enriched,and the villagers’ cognition of the supply of rural public cultural services is gradually enhanced.However,from the perspective of cultural and tourism integration,the precise supply of public cultural services in J Town still faces the following difficulties: supply quantity exceeds demand,supply content is homogenized,and supply is disconnected from demand.The main reasons for this dilemma include: the lack of accurate supply ability of the rural public cultural service providers,the lack of scientific supply planning of the public cultural service content,and the imperfect expression channels of villagers’ demands.Therefore,based on the above research,this paper intends to propose effective ways to achieve the accurate supply of rural public cultural services,that is,to improve the ability of rural public cultural service providers to accurately supply,innovate the content of accurate supply of rural public cultural services,and improve the platform for villagers to express their needs for rural public cultural services.